Communication on a Shoestring Budget A MinnSPRA Presentation Spring 2010
+Welcome! MinnSPRA Presentation: Communication on a Shoestring Budget
Introductions Speaker Introduction Group Introductions
Name, School District, Role & Responsibilities Primary communications challenge
Housekeeping Format Timeframe Breaks
Ice Breaker – What are your Hopes and Fears about the Future of Public Education?
+About MinnSPRA: Minnesota School Public Relations Association
Award-winning, nationally recognized organization of more than 100 Minnesota public relations professionals, superintendents, and district personnel dedicated to strategic communications in education
Member Benefits Network of support Professional Development MinnSPRA Online Resources (www.minnspra.org) Star Awards Member Request Network Opportunities for Leadership Development
Membership Year is July 1-June 30 $75/regular membership & $10/student membership Join before July 1st and receive 2009-10 and 2010-11 membership for one price
Local chapter of the National School Public Relations Association (NSPRA)
+What’s In Store … Presentation Agenda
Why communicate?
PR Best Practices Overview ACTIVITY: Content Analysis ACTIVITY: Audiences
Developing Key Messages ACTIVITY: Writing Key Messages
Sample Strategies & Tactics
PR: It’s EVERYONE’S job!
Internal Communication
Feeding the Grapevine
Working with the Media
Crisis Communications
ACTIVITY: Crisis Scenarios & Crisis Clock
Interpersonal Communications
Visitors Welcome
Creative PR Staffing Solutions
Print, Website & Other Electronic Communication
Evaluation
From Learning to Practice
ACTIVITY: Writing a Communications Plan
+Communication on a Shoestring: Why communicate?
Confirm existence to the world
Familiarize stakeholders with your “brand”
Maintain and/or boost enrollment and staffing
Build relationships with audiences
Reduce advertising
Proactively deal with negativity/rumors
+Communication on a Shoestring: Best Practices
Communicate … COMMUNICATE … and then Communicate some more … you CANNOT over communicate! “Rule-of-thumb” … communicate 10 times in 10 different ways
and then start again!
An everyday activity – Research shows most community members have little understanding of public education
Define in simple terms
Always show direct connections to student learning
Communications spectrum – start internal and move external
ACTIVITY: Content Analysis – How do you currently communicate to staff, students, parents and community?
+Communication on a Shoestring: Best Practices continued …
Use multiple strategies, tactics and communication channels to reach all audiences
ACTIVITY: Who are your audiences? Students
Parents
Staff
Non-parents
Business Leaders
Legislators
Others?
+Communication on a Shoestring: Developing Key Messages
Tell the story Impact on schools and children
Be specific Target messages to audiences Title is critical – Grab the readers attention! Use plain language and avoid education jargon
Would your Grandmother understand?
Use images when possible Charts & Graphs Audio/Visual
ACTIVITY: Writing Key Messages
+Communication on a Shoestring: Sample Strategies
Communicate factual information in a timely manner
Increase awareness of ALL stakeholders
Involve stakeholders in decision-making process, when possible
Keep the focus on current & future program quality
Maintain the District’s reputation
Balance by-the-numbers information with personal stories
Develop a branding strategy
+Communication on a Shoestring: Sample Tactics
Job #1 = Messages that are open, honest & direct
Public Comments at School Board Meetings
Face-to-Face Meetings
Small-group gatherings
Public Meetings/Forums
Print communications: newsletters, newspaper columns, Letters-to-the-Editor, News Releases, Flyers
Electronic communications Website E-newsletters Blog Social Media Automated Phone Calls Television – Local/Cable
Access & Network
Rumor Control Website Response to Letters-to-the-
Editor
+Communication on a Shoestring: It’s Everyone’s Job!
School Board, Superintendent, Business Manager, Principals/Directors, Teachers, Paraprofessionals, Office/Clerical, Custodians/Grounds, Transportation, Food Service, School Volunteers
+Communication on a Shoestring: From the Inside Out
Remember your internal audience Always start here!
Employees are #1 community resource for school information
Staff Newsletters
School Board Briefs
Be visible In schools
In community
Local organizations
Service organizations
Participate in local events/celebrations
+Communication on a Shoestring: Feed the Grapevine
Supply District News School newsletters
City newsletters
Civic newsletters
Local newspaper
Local television/cable news
Blogging
Social media
Develop a Key Communicator Network
+Communication on a Shoestring: Working with the Media “Never get into a fight with someone who buys ink by the barrel”
– Mark Twain
Begin with Research via “Media Harvesting” Local Media State Media – Join MSBA Clipping Service National Media – Suggested publications
How to build a relationship with local media Annual, individual meetings to discuss: news release preferences, deadlines,
story pitches Explore possibility of regular column/radio show/appearance Open, honest, clear information in a timely manner
Invite them in to discuss issues before they become public Create a reserved Media area/table for school board meetings; have
background information packets ready to go at meetings Beware of data privacy and communicate policies to local media
+Communication on a Shoestring: Crisis Communications
We have a crisis, now what? Operations and communications occur concurrently Key Messages & Spokesperson
“What we know at this time …” Additional information available …
Beware of data privacy What happens when you can’t control the message?
Get in front of message ASAP
Work with the media – established relationships critical Local media FIRST
ACTIVITY: Crisis Scenarios / How to use a crisis clock
+Communication on a Shoestring: Interpersonal Communications
Oh Happy Day – Internal & External Write Notes – Congratulations/Thank You
Send clips from local newspapers
Make Phone Calls
Make Personal Visits
Other low-cost, high-impact options Regular appearance at local establishments
Hosted Coffee Conversations
Attendance at local events
Shop local and service local
+Communication on a Shoestring: Visitors Welcome
Invite parents, media representatives, senior citizens, business leaders, etc. inside the schools Consider “Superintendent for a Day Program” Spend time in classrooms, meetings on busses, lunchroom,
playground, reading to students, etc.
Schools as community centers Host community events/activities in schools Leased space Class Reunions
Important to strike a balance of creating an open and inviting school community and a safe environment for students and staff
+Communication on a Shoestring: Creative PR Staffing Solutions
Need PR assistance? For general assistance or single program/project (i.e. New Student/Realtor Information Packets, District and schools Branding, Logo, etc.) consider: Paid public relations/communications/marketing consultants FREE labor:
Internships Parent Volunteers Community Volunteers Service organizations Alumni
What to look for … MinnSPRA/NSPRA Membership, Professional PR/Marketing/Communications Education & Experience, Media Contacts, Chemistry, Energy, Flexibility, Creativity
+Communication on a Shoestring: Print Communications
Flyers
Fact Sheets
Brochures
Newsletters
Letters
Ads
News Releases
Presentations
“Rules of the Road”
Ensure consistency
Multiple uses for ALL communication products
Consider distribution
Mailing isn’t always necessary
Backpacks
Electronic options
Leverage information through multiple channels
Available channels?
+Communication on a Shoestring: Website
District website is Front Door to the cyber-world!
Start with a content analysis
How does your website compare to neighboring school districts?
Needed improvements?
Research web software and hosting
Additional opportunities available?
Post as much info as possible Have you “Googled” your
school district lately? Reliable contact information Policies/procedures for
photos and student work News archive
Develop a plan for regular updates Assign responsibility
Consider school & teacher websites
+Communication on a Shoestring: Other Electronic Communications
Automated phone call and e-mail applications
E-newsletters
Blogs
Social Media – Facebook, Twitter, LinkedIn, etc.
Podcasts
RSS Feeds
Television – Network/Cable Access
+Communication on a Shoestring: Evaluation
Often overlooked, but important to overall success!
Surveys – Internal and external Mini-surveys at parent-teacher conferences
Communications
Customer Service
Formal opinion surveys
Focus Groups
After evaluation … Refine and begin again!
+Communication on a Shoestring: From Learning to Practice
Write a brief communications plan Basic elements of a communications plan
Goals Target audience Action plan for each target audience
Key Messages Message delivery Message sender Message timing
Budget – Estimate time & materials needed, in advance Evaluation
ACTIVITY: Write a Communications Plan
+Communication on a Shoestring: Discussion
"The biggest difficulty with communications is the illusion that it has been accomplished."
– George Bernard Shaw
+Communication on a Shoestring: Conclusion & Evaluation
Thank you for your participation
Evaluation
Upcoming MinnSPRA Events & Activities
Join MinnSPRA Membership Year is July 1-June 30
$75/regular membership & $10/student membership Register NOW through July 1st and receive 2009-10 and 2010-11
membership
Join NSPRA Variety of memberships available; beginning at $150 annually
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